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This Week’s #MustReads: October 3

We sort through quite a bit of the fluff out there on the Internet on a daily basis and we’ve found what we think are the most crucial before you head off for your weekend.

Have something else to share Feel free to comment with your contribution below.

Apple To Hold iPad Event on October 16: According to Re/Code, Apple’s planning a special event in a few weeks for the iPad.

The World’s Top 10 Gaming Companies: New data from NewZoo shows just how much Tencent is killing it. See who made the list.

A Massive Hit Game Is An Existential Threat: Writer Steve Peterson examines the danger of a hit product in the wake of news about Rovio.

BuzzFeed Will Keynote the 10th [a]list summit: BuzzFeed’s Terry City will be talking about the future of mobile at [a]list summit on December 3rd. For more info, go to alistsummit.com.

Facebook’s Atlas: The Ad Network Utilizing Facebook User Data Everywhere: Facebook’s newest ad network is going to use the wonders of Facebook user targeting data all over the web.

Study Shows Consumers Prefer Non-Aggressive Marketing: Turns out, people really don’t like the hard sell.

A Marketer’s Thoughts on the “Anti-Advertising” Social Platform, Ello: Is Ello comparable to early Facebook Does Ello actually deter advertisers

Millennials Buy What They Share on Social Media: Millennials put their money where their posts are.

Win Tickets to Game Connection! You have until Monday, October 6th to enter for a chance to win a ticket to Game Connection Europe by liking our LinkedIn page. See article for rules.

5 Myths About Millennial Consumers: There’s a lot of bad information going around about millennial identity. Get it straight.

A Mixed Bag On Apps: What The New York Times Learned With NYT Opinion and NYT Now: With increasing attention to digital, The New York Times bet on 2 apps that targeted key audiences, perhaps too acutely.